This chapter focuses on how the current humanistic tension of companies to use the corporate brand as an enabler of political discourses and actions that are felt as cogent in the society has become a fundamental embedded dimension of an ethical corporate branding strategy that leverages on consumer clicktivism.
Gambetti, R. C., Biraghi, S., Melewar, T. C., Beccanulli, A. A., Societal corporate branding and political discourse: Where brand ethics meets with consumers' clicktivism, in Melewar Tc., D. C. F. P. (ed.), Building corporate identity, image and reputation in the digital era, Routledge Taylor & Francis Group, Londra 2021: 415- 443 [http://hdl.handle.net/10807/190631]
Societal corporate branding and political discourse: Where brand ethics meets with consumers' clicktivism
Gambetti, Rossella Chiara;Biraghi, Silvia;Beccanulli, Angela Antonia
2021
Abstract
This chapter focuses on how the current humanistic tension of companies to use the corporate brand as an enabler of political discourses and actions that are felt as cogent in the society has become a fundamental embedded dimension of an ethical corporate branding strategy that leverages on consumer clicktivism.
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